The new BMW 5 series online presence was conceived as a digital branding platform that provides visitors with both emotional experience and rational information. Beyond user experience (UX), it is aimed at a completion of the brand experience (BX) that raises awareness of the brand. From the teaser for the feature page to the site itself and the videos of the BMW 5 series, integrated content has been produced. For both the web and mobile devices, a thrilling online automotive showcase has been developed. With photorealistic 3DCG images and vivid motion effects, the vehicle experience has been sublimated into a digital experience.